【正文】 nerate insights...The ProductWhat is it made from?Where does it e from?Who made/makes it?How is it made?Where can you buy it?Is it exclusive/monplace?How long has it been available/made the same way etc.?Where do you see it?How do you first discover it,learn about it?Using itWho buys it?Who consumes it?What goes through their heads before,during and after buying/using it?Do others see them buy/consume it?Do most/few people buy/use it?What kind of people use it?When,where,why,etc.?What else do they typically buy?How does it fit into their personal,social,roles/relationships?With what values,aspirations,emotions does it connect?What trends and issues are/could be involved?Brand EnvironmentLots or few。Ogilvy Mather消 費(fèi) 者 洞 察Consumer InsightJames WongNovember 1998Ogilvy Mathern 什么是消費(fèi)者洞察 ? What is an insight?n 為何我們需要消費(fèi)者洞察？ Why we need insight?n 什么是好的消費(fèi)者洞察？ What makes a good insight?n 如何得出好的消費(fèi)者洞察？ How to get insight? Ogilvy Mather消費(fèi)者洞察是消費(fèi)者洞察是 ..…An Insight is …..?Ogilvy Mather洞察是 …An Insight IS …n 英文字典說， Insight是看清 /看入某一狀況的能力The English dictionary says an insight is the power or act of seeing into a situation.n 中文字典說，洞察是「洞悉事物原委的觀察」The Chinese dictionary says,“Don Cha” is a sharp observation that see through the surface of something.Ogilvy MatherSee throughOgilvy Mather什么是 “ 消費(fèi)者洞察 ”?你觀察到消費(fèi)者生活里的一些素材或想法它們是Relevant UnexploitedOgilvy Mather消費(fèi)者洞察是 …What is a consumer insight?n 消費(fèi)者對(duì)品牌或產(chǎn)品或該類別的習(xí)慣、態(tài)度，可在廣告?zhèn)鞑ブ羞\(yùn)用來激發(fā)消費(fèi)者，使他 / 她動(dòng)心 A consumer habit or attitude to the product, the brand, or the category that is motivating and leverage in copy.n 在今日，只運(yùn)用產(chǎn)品特性通常無法形成差異，激發(fā)消費(fèi)者的選擇 Product attributes often no longer sufficient to differentiate or motivate choice.Ogilvy Mather消費(fèi)者洞察是 …A Consumer Insight IS ...n 一種突然的覺醒 ( A sudden awareness)n 某時(shí)刻，或某一剎那間的了解 ( A moment, or a flash of understanding) 請(qǐng)注意：一個(gè)產(chǎn)品或品牌可以引發(fā)許多、許 的洞察 — 重要的是如何去分辨最具相關(guān)性 最具激發(fā)力的洞察 (Caution: A product or a brand can generate many insights the trick is to identify the insight that is the most relevant and motivating.)Ogilvy Mathern 它必需有明顯的相關(guān)性 (relevant)l 才能讓許多人說 “ 感同身受 ”n 它必需無人觸及過 (unexloited)l 才能讓消費(fèi)者說 “ 那就是我的感覺！沒有人用這種方法說出來過！ ”l 才不會(huì)讓消費(fèi)者說 “ 陳腔濫調(diào) ” 消費(fèi)者洞察是消費(fèi)者洞察是 ...Ogilvy Mather春天的故事 The Story of Spring Ogilvy Mather春天的故事 The Story of Spring 我是個(gè)瞎子I am blind.Ogilvy Mather 春天的故事 The Story of Spring 我是個(gè)瞎子I am blind.現(xiàn)在是春天，而我是個(gè)瞎子現(xiàn)在是春天，而我是個(gè)瞎子This is spring, and I am blind.Ogilvy Mather洞察力，就是找到洞察力，就是找到“春天的意思春天的意思 ”的能力的能力Ogilvy MatherInstinctOgilvy MatherInstinctIt feels rightOgilvy Mather杰出的廣告必定因應(yīng)一個(gè)清楚的消費(fèi)者洞察而生Brilliant advertising must be developed around a consumer insight. 為什么？WhyWhy Consumer insight is so importantOgilvy Mather運(yùn)用消費(fèi)者洞察而產(chǎn)生的廣告Ads that leverage consumer insightsn 與你相關(guān) (relate)n 與你連心 (connect)n 讓你投入 (involve)n 給你動(dòng)機(jī) (motivate)洞察力能驅(qū)動(dòng)廣告的相關(guān)性insights drive relevance of adsOgilvy Mather消費(fèi)者洞察及創(chuàng)意簡(jiǎn)報(bào)Consumer insights and the creative briefn 具相關(guān)性的洞察是聯(lián)系產(chǎn)品特性，品牌承諾及定位陳述的最佳橋梁。distinctive or similar?Is it Famous,‘new’,traditional?Local,cultural,international?What do people already know/feel about us?What trend/issues/topics are we or could we be linked to?What ‘entertainments’ do we fit in with?What is at stake for consumers to change brands?Is advertising for the category distinctive or similar in strategy,execution?What is its tone of voiced?Are there any elements in our advertising history which are positively or negatively associated with us?Ogilvy Mather創(chuàng)意發(fā)展調(diào)查的角色Role of creative development researchn 確認(rèn)哪一種創(chuàng)意途徑，將此洞察的潛能發(fā)揮到極致n To identify which creative route maximises the potential of the insightl 概念 (adcepts)l 腳本 (scripts/storyboards)n 通常在 “ 洞察 ” 已出現(xiàn)后，才舉行 Normally done after insight has been foundOgilvy MatherSo, how do you translate an insight into a Big Idea?Ogilvy Mather有兩種類型的大創(chuàng)意Two Types Of big idean 執(zhí)行性的大創(chuàng)意 big executional ideasn 策略性的大創(chuàng)意 big strategic ideas相應(yīng)也有兩種類型的消費(fèi)者洞察相應(yīng)也有兩種類型的消費(fèi)者洞察Two types of insightOgilvy Mather兩種類型的消費(fèi)者洞察Two types of insightn 對(duì)消費(fèi)者生活中與產(chǎn)品類 / 品牌相關(guān)的觀察，從而導(dǎo)致形成一個(gè)獨(dú)特的，強(qiáng)而有力的創(chuàng)意執(zhí)行 Observations about my life in relation to the category/brand that lead to powerful individual executionsOgilvy MatherA Classic Example : Impulsen Female body spray brand founded on red roses and romance in the 1970’sl “men can’t help acting on impulse” when a beautiful girl breezes by